Software product line adoption is a challenging task in software
development organisations. There are some reports in
the literature of how software product line engineering has
been adopted in several companies using di erent variabil-ity
management techniques and patterns. However, to the best
of our knowledge, there are no empirical reports on how
variability management is handled in companies that do not
know about software product line methods and tools. In this
paper we present an experience report observing variability
management practices in a software development company
that was unaware of software product line approaches. We
brie
y report how variability management is performed in
di erent areas ranging from business architecture to software
assets management. From the observation we report some
open research opportunities for the future and foster further
similar and more structured empirical studies on unaware
software product line companies.